Japanese-owned Dentsu is doing pretty well in the Western world at the moment…allow us to repeat that, Dentsu is doing pretty well in the Western world, particularly North America.
Its main US agency Mcgarrybowen has won Burger King, Sears and newly-merged airline United Continental so far this year – worth about $700m in billings – and now digital shop 360i has beaten agencies from all over the place to win Coca-Cola’s social media monitoring account.
Coke’s integrated communications director Linda Cronin says the company, whose brands include Coke, Diet Coke, Sprite, Powerade and Dasani, is putting more money into social media. “While we have been conducting social listening for the past few years, we decided that now is the right time to step up our investment in the space,” she says.
“By consolidating our listening efforts through 360i we are able to ensure quality and consistency across our entire portfolio of brands. Social listening provides another important source of information so that we can best understand our consumers and their interests.”